1.3 billion iphone sales since 2007

No other smartphone sells like an iPhone – but why? Often, when I give speeches, I ask my white-collar audience how many are carrying iPhones. Consistent with the statistics, more than 60% of people raise their hands. Then I ask for a show of hands from anyone who can articulate, with confidence, the difference between […]

No other smartphone sells like an iPhone – but why? Often, when I give speeches, I ask my white-collar audience how many are carrying iPhones. Consistent with the statistics, more than 60% of people raise their hands. Then I ask for a show of hands from anyone who can articulate, with confidence, the difference between the iPhone they own and the Samsung equivalent. Generally, not a hand goes up. Then, I ask the rhetorical question – ‘so why did you spend so much more on the iPhone?’ Of course, the simple answer is that they purchased a brand, not a phone. However, this is only part of the answer. The rest of the answer lies in ‘the herd effect’. Human beings are not individuals. They are ‘sheep’. They like to follow others. They buy what other people buy and avoid leadership. Australians do not want to lead on climate change,…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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